Parental Sentiments about Current School Year are Shifting

AMC Global
on 02/10/2020

Ongoing AMC Global research reveals trend data from American parents regarding remote learning, the spread of COVID-19 at schools, and how kids are eating right now

Why was the research conducted?

The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the pandemic.

How was the research conducted?

New results will now be released every other Thursday based on the previous week’s polling of U.S.-based general population of primary purchasers age 21+.

What are the key findings of the research?

  • Seventy-one percent of respondents are purchasing more fresh foods for their children’s at-home lunches, and 65% are making a fresh lunch for their child at lunchtime. Sixty-four percent report buying more single-serve snack items, and 65% report buying more quick and easy-to-prepare foods for their children.
  • Most parents (61%) report fully remote learning for their children, a significant departure from the 41% schools were reporting in August. Some of parents’ top concerns about the school year have decreased with only 15% concerned now about the spread of COVID-19 among teachers and school staff compared to 26% in August. Other concerns have increased like concern over children missing grade-specific milestones (19% vs. 11%) and children failing school (13% vs. 6%).
  • Parents report shifts in their feelings about the disrupted school year, with 40% reporting feeling anxious and worried, compared to 54% in August. Twenty percent report feeling content, compared to 7% in August.

Full research:

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Contributor's Name: Michelle Andre